Question

1. Using the AIDAR model, discuss the value of consumer purchasing behaviour when using digital technology such as social media marketing and further examine how the variants of buying behaviour is likely to impact on the marketing strategies of businesses

Answer 1

AIDAR stands for Awareness, Interest, Desire, Action, and Retention. Awareness refers to the promotion of Feb product to create a perception in the minds of the consumers. At the next stage, the company will know if the consumer has an interest in the product or not. The next step involves the desire to purchase the product. It will depend upon the promotion and marketing strategy of the company. The next stage is the action of the purchase of the product. If the product and company can satisfy the customers, they will purchase the product. The last stage is to retain the customers. It is the most challenging task for the company. It is because the consumers buy the products only if the company provides better facilities and quality. Social media has helped both the company and the consumers because the customers can have better, and complete knowledge of the product, and on the other hand, the enterprises can have a platform to market their products. The companies have started to use social media as a marketing platform to increase their products' reach. It also helps the consumers to know the reviews and feedback of other customers on an online platform. The buying behavior will also observe a change because of the change in the marketing platform. More and more consumers will tend to buy the product because of the reach of social media. The buying behavior will, in turn, help the company to maintain the strategy or change the strategy. Social media marketing is the most appropriate and crucial strategy for a company.